Marketing of hazelnut and subsidiary products: A research carried out in Giresun departmented stores

Theaim of thisstudy is, afterexplainingthehistory of hazelnutandthebasictermsrelatedwiththeproperties of hazelnut, toexaminethehazelnutproduction in Turkeyand in the world, market hazelnutandreplacingproductswithintheframe of marketingandproductdevelopmentconcepts, makeevaluationsbyhavinginterviews in departmentstores of Giresun about the marketing of hazelnutandreplacingproducts. Thestudyconsists of threeparts. Inthefirstpart, theproperties of hazelnut and productionareasandamounts in Turkeyand in theworldareexamined. Inthesecondpart, newproductdevelopmentprocess is examinedafterthedescription of themarketindandproductconcepts. Inthethirdpart of thestudy, thedata of fieldworkwhichareconducted on marketing hazelnutandreplacingproductsarementioned. Inconsistencywithaim of thestudy, issuesrelatedwith how thehazelnutsalesarerealized in thelocalandnationalstoresareresearchedbydirectlyinterviewingstoreagents. Interms of increasingthesales in theretailingsector, topicslikestoreatmosphere, imageandproductdemonstrationhavebecomeprominentrecently. It is examinedifdepartmentstores of Giresun haveefforts on thissubject. It is importanttomakenecessaryagreementsaboutthesale of productsboth in localandnationalstores in ordertoensuremorehazelnutandreplacingproductsale in thedomestic market in thestores of Giresun. It is essentialtothinkaboutthestoreatmosphere (shelvingsystem, booth set up, campaignsetc.) in a waytoencouragehazelnutandreplacingproductssale in thestoreswhereproductsaresold. Keywords: Hazelnut, Marketing, Product, Replacing Product, Store, HazelnutSale